Have you ever scrolled through Facebook endlessly, only to close the app out of sheer boredom, just to find yourself opening it again minutes later? You’re definitely not alone. This phenomenon is fueled by a powerful psychological pull cleverly woven into the platform’s very fabric.

Facebook masterfully employs the principles of user psychology and experience design throughout its entire site. Regardless of how you use Facebook, chances are you’ve formed habits based on common psychological patterns you might not even be aware of. This article will delve into how Facebook utilizes consumer psychology principles to make its service irresistible, and how these psychological behaviors often overlap with persuasive advertising techniques. Finally, we’ll examine several ads that cleverly leverage emotional and psychological cues to captivate audiences and provide insights into making your ads more enticing. Related: 26 Brilliant Ways to Use Psychology in Your Copywriting

Why We’re So Drawn to Facebook: Unpacking the Psychology

Facebook and its users are a goldmine for researchers and psychologists. The platform’s massive influence and seemingly unstoppable reign over the social media landscape have sparked immense interest. This has led countless researchers and organizations, including the renowned Pew Research Center, to closely examine the site and its user behavior in recent years. The Pew Research Center, notably, has tons of data about how people use Facebook.

Illustration by J. Longo. Via The Kernel / The Daily Dot.

The Allure of Passive Engagement

One of Facebook’s biggest draws is its ability to provide a glimpse into the lives of our friends and connections without requiring much, if any, personal information in return. We become observers, privy to the daily happenings of our contacts with minimal effort on our part. While the stereotype of the “oversharing” Facebook user persists (we all know at least one!), it’s not as common as one might think. In reality, many people rarely share original content or personal updates. Data from the Pew Research Center reveals that:

• A mere 10% of Facebook users update their status daily
• A mere 4% of Facebook users update their status multiple times per day
• Roughly 25% of Facebook users rarely or never update their status The implications of these statistics depend on the individual user’s personality type.

Unmasking the 5 Main Personality Traits of Facebook Users

With over 1.5 billion monthly active users, Facebook stands as the world’s largest social network by a significant margin. This vast and diverse global audience might suggest a multitude of psychological profiles among Facebook’s user base. While this might hold some truth, five dominant personality traits, referred to in psychology as the fundamental dimensions of personality, are clearly evident in Facebook users’ behavior. These traits are:

• Agreeableness
• Conscientiousness
• Extraversion
• Openness
• Neuroticism Note: The use of “extraversion” is intentional, not a typo. To explore the intriguing (especially for word enthusiasts) etymology of “extraversion” versus the more prevalent “extroversion,” see this article at Scientific American. It’s important to acknowledge that even the most reserved individual possesses a multifaceted personality. We’re not defined by just one or two of these traits; they exist within us to varying degrees, often shifting depending on the context. Nevertheless, the most dominant trait within a person’s personality can and does influence their Facebook behavior.

By analyzing Facebook status updates through the lens of these five major personality traits, researchers at Brunel University in England were able to identify, with reasonable accuracy, the types of updates that people post depending on their personality type:

• Agreeable individuals, known for their helpfulness, cooperativeness, and strong interpersonal skills, often utilize Facebook to nurture authentic relationships, prioritizing genuine interactions and maintaining contact with valued individuals. They are also the least likely to engage in negative online behavior, such as speaking ill of others.
• Conscientious individuals, characterized by their sense of responsibility, strong work ethic, and organizational skills, tend to use Facebook less frequently compared to their less conscientious counterparts. When they do engage with the platform, they typically exercise discretion and avoid controversial subjects, refraining from negative online behavior.
• Extraverts, as one might expect, are the most frequent posters and status updaters. These sociable, talkative, and generally positive individuals gravitate towards Facebook features that promote frequent communication and updates, such as Messenger. They view status updates as a means of connecting with their often extensive social circles.
• Individuals exhibiting high levels of openness are also inclined to update their status and share content frequently. However, unlike extraverts, their motivation lies in exploring new intellectual concepts and acquiring knowledge. This user type utilizes Facebook and other social media platforms as tools for learning and discovery.
• Neurotics tend to display traits and behaviors often perceived negatively, such as low self-esteem and, in extreme cases, heightened paranoia. These users are more likely to share updates about their romantic relationships, seeking affirmation and preemptively addressing any perceived relationship insecurities. Neuroticism’s strong correlation with anxiety and sensitivity to perceived threats makes these individuals more prone to personal rants on Facebook. This research reveals predictable (and likely familiar, if you’re a Facebook user) patterns emerging from even the most basic analysis of user behavior. It’s not surprising that extraverts might exhibit more narcissistic tendencies compared to agreeable individuals, or that neurotics may seek validation from their online networks to compensate for perceived shortcomings. However, another distinct psychological mechanism significantly influences how we engage with Facebook: reward.

The Science of Social Rewards on Facebook

We don’t just use Facebook to keep tabs on old rivals or vent about the latest political dramas; we use it because it’s inherently rewarding. It provides a tangible sense of accomplishment.

Like lab rats chasing after food pellets, we keep returning to Facebook because we develop a reward system over time, a system our brain adapts to and begins to crave. Researchers in Germany explored this reward mechanism in a a landmark study published in 2013 that used brain imaging to identify and predict behaviors observed in Facebook users. Published in the scientific journal Frontiers in Human Neuroscience, the study focused on responses in the nucleus accumbens, a brain region responsible for processing feelings of reward associated with food, sex, money, and social standing. Participants were shown images of themselves and others alongside positive captions, simulating a typical Facebook News Feed experience. Researchers discovered that specific synaptic activity in the nucleus accumbens could reliably forecast how users interacted with Facebook.

Location of the nucleus accumbens in the human brain “By observing how the brain responded to positive social feedback within the scanner, we were able to predict the intensity of individuals’ Facebook use outside of the study,” explained Dar Meshi, a postdoctoral researcher at Berlin’s Free University. told The Huffington Post via email “We found that the more sensitive an individual’s nucleus accumbens was to discovering their own positive reputation, particularly in relation to another person’s reputation, the more likely they were to have an intense relationship with Facebook.”

In a Nutshell: We Crave Social Acceptance

To summarize, we’re beginning to understand the compelling nature of Facebook. Driven by our personality traits, we’re either socially driven communicators seeking to maintain strong connections or individuals grappling with insecurities and a deep-seated need for social validation. We develop ingrained behaviors based on the inherent reward of unsolicited social acceptance, a tendency that often intensifies over time.

No wonder we can’t seem to resist those quick Facebook check-ins. However, this kind of compulsive behavior is far from new and certainly not exclusive to Facebook. Advertisers have been skillfully manipulating these very psychological tendencies for decades.

The Psychology of Persuasion: How Advertisers Sway Our Decisions

Beyond clinical psychological studies, modern advertising provides perhaps the most potent illustration of how universal psychological traits can be exploited to make us buy things we don’t need. Whether you align with Jung or Freud’s psychological perspectives, delving into how advertisers prey on our deepest insecurities reveals just how susceptible we are to manipulation. As we’ll soon discover, many effective advertising strategies closely mirror the psychological allure of Facebook and other social media platforms.

Selling a Lifestyle, Not Just a Product

Savvy advertisers understand that people don’t simply want to buy products; they want to enhance their lives. That’s why many ads, particularly TV commercials, focus on selling lifestyles rather than tangible goods.

“Hi! We’re all proud members of the Screen Actors Guild!” Consider this: almost every product imaginable has been positioned in a way that makes us desire it for the perceived status it bestows upon us. Even something as ordinary as breakfast cereal is often presented aspirationally. People enjoying cereal on TV are typically portrayed in pristine, spacious kitchens within grand homes, leisurely savoring their oatmeal or other breakfast choices. They’re certainly not struggling to wrangle kids ready for the school bus or confined to cramped, cluttered kitchens in tiny apartments. We long for a life where we can indulge in a leisurely, wholesome breakfast before starting our day. That cereal becomes symbolic of a broader lifestyle we aspire to, significantly increasing its appeal.

“EVERY morning is like this at our house!” Even those “quirky” ads aiming for humor or intrigue (think of those State Farm commercials with the late-night calls to the guy in khakis) subtly promote an aspirational lifestyle. The houses in these ads invariably share the same characteristics – immaculate, staged homes with expansive rooms and trendy furniture, perfectly manicured lawns, brand-new cars parked in heated driveways, and attractive, successful neighbors we’d genuinely want to socialize with. It’s all a carefully crafted illusion, yet we buy into it, consciously or not. Even when we recognize the fabrication, we implicitly acknowledge these artificial lifestyles as the “ideal,” even if they bear little resemblance to our reality. It’s a sobering thought when you dwell on it.

Inside the Mind of the Consumer: 4 Psychological Tactics Used in Advertising

Now that we’ve explored our predictable susceptibility to emotional manipulation in advertising, let’s examine how psychological triggers can be effectively employed in social media advertising.

Tapping into Fear: A Powerful Motivator

In many scenarios, eliciting a visceral reaction is easier by tapping into negative emotions, with fear being among the most potent. The following ad, promoting a snoring/sleep apnea product, exemplifies this:

While the product’s quality remains uncertain, the ad itself is undeniably effective. For starters, it seamlessly blends into the typical organic content we encounter in our News Feeds – think alarmist headlines and forgettable clickbait. What truly makes this ad stand out is the stark contrast between the imagery and the text. The hero image – a man in bed, meticulously securing a ventilation mask to his face – is undeniably striking. His bedtime routine is a far cry from the norm, and not in a reassuring way. The accompanying text ominously declares, “Snoring and sleep apnea can be fatal.” While sleep apnea isn’t widespread, snoring is a different story. Now it’s potentially life-threatening? At the very least, it piques our curiosity, even if momentarily. Admittedly, my interest waned when the copy resorted to the overused “Researchers say…” As we’ve come to realize, many scientific papers, particularly those in the field of psychology, are actually bullshit – or at the very least feel like bullshit. This informercial-style approach tends to make me skeptical. Nevertheless, the ad successfully captured my attention. Here’s another ad that would seamlessly integrate into many News Feeds, this time promoting Lifescript, a women’s health website:

One might assume that using a hilariously bad stock photo in such an ad would be disastrous. However, in this instance, it seems to work surprisingly well. This is classic clickbait, the kind that goes viral (especially on Facebook). However, it doesn’t waste time before revealing its true motivator: the fear of unknowingly contracting a blood disease in these 13 unexpected places. Some argue that clickbait’s effectiveness is waning, and they’re not entirely wrong. Audiences are becoming more discerning the so-called “curiosity gap” is closing. Nevertheless, it remains a potent technique when executed effectively, particularly when it taps into our deepest anxieties. I’m curious to see the performance data for this ad. One of the most compelling examples of utilizing fear in a Facebook ad campaign was shared with me by our very own Erin Sagin:

The most intriguing aspect of this ad was its targeted appearance to Erin. Erin had recently booked a trip to Panama and had been extensively researching the Zika virus, a potentially fatal infection linked to severe birth defects, which had been a significant public health concern in Panama. Shortly after her research, this ad began appearing in her News Feed. While the ad makes no direct mention of Zika, the implication is clear – mosquitoes are the primary transmission vector for the virus. For Erin, the timing and relevance were striking. It’s a prime example of how ad campaigns can subtly align with current events to create powerful messages that resonate with public anxieties. RELATED: 7 Easy Marketing Psychology Tactics to Influence Customers

Harnessing the Power of Outrage and Anger

Polls, quizzes, and other interactive content tend to perform exceptionally well on Facebook, especially those that provoke angry responses from “armchair activists.” You know the type – those Facebook users who are constantly posting about climate change, endangered species, and other polarizing environmental and social issues. While appealing to this demographic can be challenging (and not always relevant to every business), the following examples effectively demonstrate how leveraging outrage and anger can be a powerful motivator in Facebook advertising. Let’s examine this example from Greenpeace:

This ad is effective on several levels. First, its timeliness is impeccable, focusing on a specific piece of legislation being considered by President Obama (spoiler alert: Obama ultimately suspended plans to drill in most, but not all, Arctic waters). This timeliness makes it a tempting opportunity for Facebook users to showcase their environmental consciousness to their friends. Second, the call to action is bold and prominently displayed over a powerful hero image of Greenpeace activists in action. The copy explicitly targets Shell Oil, framing the issue as a conflict and engaging viewers in a larger struggle. The selective use of uppercase text emphasizes the urgency of the situation, highlighting the imminent threat posed by the proposed drilling. Here’s another ad that subtly courts controversy by leveraging a sensitive topic, this time from Planned Parenthood:

Few political issues are as divisive or inflammatory as women’s access to healthcare, and the manufactured controversy surrounding Planned Parenthood was one of the most widely covered events in recent memory. This ad urges viewers to take action and oppose efforts to defund Planned Parenthood, aligning itself with the type of news content frequently encountered in Facebook News Feeds. It’s a simple ad, but it relies on pre-existing strong opinions to make an impact with minimal copy and a straightforward hero image. It effectively demonstrates how minimal cues can mobilize people to take action and raise awareness about important issues in a timely manner.

Evoking Empathy and Pulling at Heartstrings

So far, the examples and their associated emotional triggers have primarily focused on negative emotional responses. While these levers can be highly effective, so too is the ability to evoke feelings of warmth and empathy in your audience. Consider this ad from Natural Dog Health and Wellness:

The hero image of the dejected-looking dog is incredibly effective. Even those who aren’t particularly fond of dogs would find it hard not to empathize with this poor creature. For dog owners, especially those with dogs suffering from arthritis, this ad is likely to be incredibly compelling. While the efficacy of the product and the legitimacy of the business remain unclear, as a demonstration of tugging at the heartstrings, this ad excels, as evidenced by its impressive engagement metrics. This same psychological technique can be employed in other ways as well. Take a look at this ad from Care2, an animal rights advocacy website:

This ad doesn’t mince words. The copy leading up to the hero image is direct and impactful, utilizing provocative language to grab attention and evoke an emotional response. The image itself is heart-wrenching – who could bear to witness such suffering? – and the closing copy maintains its powerful directness.

The Power of Aspiration: Helping Audiences Envision Their Ideal Selves

We previously touched upon the significance of aspirational messaging, but it’s worth reiterating. Enabling your audience to envision themselves and their lives as better than they are is one of the most potent psychological techniques you can utilize in Facebook advertising. Let’s take a look at this ad from Virgin America:

This ad, promoting Virgin America’s First Class seats, masterfully employs aspirational messaging. The seats themselves resemble something you’d find in the VIP section of an exclusive nightclub. Who wouldn’t want to picture themselves as a glamorous, globetrotting jet-setter? The ad directly appeals to our desire for aspirational purchases and underscores the luxuriousness of Virgin America’s First Class cabins. A clever tactic indeed. This type of aspirational messaging is particularly prevalent in the automotive industry, extending beyond just luxury SUVs. Consider this ad from the car rental company Zipcar:

Admittedly, this ad isn’t flawless. There’s noticeable wasted space, and the copy is partially truncated. The intact portion highlights the convenience of Zipcar’s service and the perks of membership. However, the true brilliance lies in the chosen image and its accompanying copy. Personally, grocery shopping isn’t my idea of a grand adventure (unless navigating Rhode Island’s notoriously bad drivers counts), and I rarely find myself laughing with unrestrained joy while driving (unless one of those aforementioned terrible drivers gets pulled over). Nevertheless, Zipcar successfully utilizes aspirational messaging and an idealized perception of driving to convey that Zipcar isn’t just a car rental service; it’s a lifestyle choice. The ad’s aesthetic is lighthearted, fun, and incredibly appealing, embodying everything driving often isn’t.

A Recipe for a Balanced, Aspirational Lifestyle

Hopefully, this post has provided you with some valuable insights into enhancing your own Facebook ad campaigns by considering user psychology. By thoughtfully incorporating emotional and psychological triggers, you can prepare for increased interest in your business and create truly compelling advertisements.